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Sports Business Institute Kicks Off Study

David Carter, executive director of the institute

Photo/Philip Channing

The Sports Business Institute at the USC Marshall School of Business has undertaken a two-year research project on the convergence of sports and entertainment, with particular focus on how stakeholders monetize this convergence.

“The convergence of sports and entertainment has been occurring for quite some time,” said David Carter, executive director of the institute. “But there’s been very little research about the implications of this convergence for companies and consumers, especially sports fans. Our project will address these implications and demonstrate where the business opportunities will be going forward.”

Five founding corporate partners � professional services firm Ernst & Young; executive search and talent management firm Korn/Ferry Intl.; architectural planning and design firm Rossetti; ticketing solutions and online ticketing company Tickets.com; and Web portal Yahoo! Sports � are among those underwriting the project, as is Gary Cypres, owner of the Sports Museum of Los Angeles.

“The Marshall Sports Business Institute is fortunate to have such established industry and opinion leaders supporting this initiative,” Carter said. “Their substantive input and involvement will be crucial to the success of this research.”

The project will feature a series of briefings to update founding partners, institute advisory board members and others on the progress of research, capped by a two-day summit laying out findings and implications of the work.

“This is yet another area where USC Marshall professors are contributing to the advancement of intellectual capital, with cutting-edge research on a dynamic, global and innovative industry,” said USC Marshall Dean James G. Ellis. “This research project will allow them to create a blueprint of best practices for people trying to understand what it means when sports, entertainment and business come together.”

The initiative also is supported by Stanford University Press, which will publish a book detailing the institute’s findings. That book will focus on convergence from the consumer standpoint, Carter said.

Sports Business Institute Kicks Off Study

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